000			02905nam a22002893i 4500
001			837705
003			PIMLIB
005			20250418152225.0
007			cr cnu||||||||
008			230325s2022 xx o ||||0 eng d
020			_a9783030764159
022			_a9783030764166
049			_aPIMLIB
050		4	_aHF5415.127 _b.K55I
100	1		_aKitchen, Philip J. _971302
245	1	0	_aIntegrated Marketing Communications : _bA Global Brand-Driven Approach.
250			_a2nd ed.
260			_aCham : _bPalgrave Macmillan, _c2022.
300			_a374 pages;
505	0		_aIntegrated Marketing Communications -- Acknowledgments -- Contents -- About the Authors -- 1: Introduction to Communicating Globally: An Integrated Marketing Approach -- Practical Challenges -- Academic Issues -- New Content -- The Only Way Is Ethics -- Discussion Questions -- References -- 2: Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond -- Global Building Blocks -- Digitalization -- Information Technology -- Intellectual Property -- Communication Systems -- Marketplace, Marketer, and Marketing Communication Transitions -- The Manufacturer- or Product-Driven Marketplace -- The Distribution-Driven Marketplace -- The Interactive Customer-Driven Marketplace -- Conclusions -- Discussion Questions -- References -- 3: The Global Marketplace Considerations -- The Global Marketplace -- Whiz-Bang Stores and Marvel Products: A True Global Marketplace Story -- Global Marketplace Drivers -- Requirements of a Global Marketing Organization -- Marketing and Marketing Communication in the Global Marketplace -- Conclusions -- Discussion Questions -- References -- 4: How Marketing Communication Works -- The Changing Role of Communication -- Global Growth in Advertising and Promotion -- Emergence of the Global Consumer -- Development and Importance of Integrated Approaches -- Direct Marketing -- Database Marketing: Toward a Coordinated Strategy -- The Internet: Promotional Tool or Informational Tool? -- Coordination and Control: Process Versus Output -- The Changing Role of Consumers -- How Communication Works -- The Drive for Integrated Approaches in a Global Context -- Conclusions -- Discussion Questions -- References -- 5: Integrated Communication or Integrated Marketing Communication -- The Contextual Global Environment -- Communication Transition to a Global Brand-Oriented Approach -- Integrated Communication -- Corporate Identity.
650		0	_aCommunication in marketing. _944593
650		0	_aMarketing. _929431
690			_a0042 นิเทศศาสตรบัณฑิต วิชาเอกวารสารศาสตร์คอนเวอร์เจนท์และสื่อดิจิทัลสร้างสรรค์ (ป.ตรี) _9159
700	1		_aTourky, Marwa E. _971303
942			_cBK _2lcc _02
999			_c837705 _d837705